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How to Build Your Website Traffic with Evergreen Content and Social Media

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Building your website traffic in 2018 isn't easy. Here's how to get tons of traffic with a resourceful content marketing strategy that revolves around producing and promoting quality "evergreen" pieces of content.

Published in: Marketing
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How to Build Your Website Traffic with Evergreen Content and Social Media

  1. 1. Ahrefs + Buffer How to Build Your Website Traffic with Evergreen Content and Social Media
  2. 2. By Tim SouloBrian Peters @timsoulo@brian_g_peters
  3. 3. Let’s start from a bit of credibility :)
  4. 4. blog.bufferapp.com
  5. 5. ahrefs.com/blog
  6. 6. How did we achieve that? Smart SEO Strategic Promotion
  7. 7. How did we achieve that? Smart SEO Strategic Promotion Tim Brian
  8. 8. SEO? That is so groundbreaking... No growth hacks? Silver bullets? Magic pills?...
  9. 9. Well... How about this: https://ahrefs.com/blog/search-traffic-study/
  10. 10. Here’s how to be in the “dominating” 10% 1. Find “evergreen” topics with huge traffic potential 2. Build quality backlinks
  11. 11. 1. How to find “evergreen” topics with huge traffic potential
  12. 12. Research your competitors! Find which pages of your competitors are bringing them the majority of their traffic from search. https://ahrefs.com/site-explorer
  13. 13. Dig deep into their best pages: Review the search queries that a page is ranking for & tailor your own piece of content for these exact searches. https://ahrefs.com/site-explorer
  14. 14. Find popular searches! Research what people in your niche are searching for the most https://ahrefs.com/keywords-explorer
  15. 15. Use filters & “modifiers” to find the best keywords: https://ahrefs.com/keywords-explorer
  16. 16. You should never rely on the search volume alone https://ahrefs.com/blog/keyword-traffic-estimation/
  17. 17. Which keyword will bring more search traffic?
  18. 18. https://ahrefs.com/blog/also-rank-for-study/
  19. 19. Analyze the top-ranking pages! What matters is how much search traffic the top-ranking pages get IN TOTAL! https://ahrefs.com/keywords-explorer
  20. 20. 2. How to build quality backlinks
  21. 21. The most fundamental link building strategies: 1. Guest blogging 2. Outreach 3. Content Promotion
  22. 22. Guest blogging
  23. 23. Outreach #1
  24. 24. Outreach #2
  25. 25. Content promotion…
  26. 26. Time to pass the MIC... :) Photo by DESIGNECOLOGIST on Unsplash
  27. 27. How did we achieve that? Smart SEO Strategic Promotion Tim Brian
  28. 28. If you build it, there’s no guarantee they will come
  29. 29. Tons of ways to effectively promote your content ● Use “Click to Tweet” links ● Go on podcasts ● Blogger outreach ● Share videos on LinkedIn ● Host a Giveaway Contest ● Create an Active YouTube Channel ● Promote Blog Posts and Videos on Quuu ● Syndicate your content on medium ● Add “Share Triggers” To Your Content ● And more!
  30. 30. What works best for us ● Amplifying our content with video ● Advertising with top performers on Facebook and Instagram
  31. 31. Amplifying content with video
  32. 32. Why Video? • By 2019, global consumer Internet video traffic will account for 80% of traffic • Facebook generates 8 billion video views on average per day • 80% of users recall a video ad they viewed in the past 30 days • 90% of users say that product videos are helpful in the decision process • Social video generates +1200% more shares than text/images combined • Video posts on Facebook have +135% organic reach > photo posts • After watching a video, +64% of users are more likely to buy a product online • Companies using video enjoy +41% web traffic from search than non-users
  33. 33. Why Video? • By 2019, global consumer Internet video traffic will account for 80% of traffic • Facebook generates 8 billion video views on average per day • 80% of users recall a video ad they viewed in the past 30 days • 90% of users say that product videos are helpful in the decision process • Social video generates +1200% more shares than text/images combined • Video posts on Facebook have +135% organic reach > photo posts • After watching a video, +64% of users are more likely to buy a product online • Companies using video enjoy +41% web traffic from search than non-users
  34. 34. Identify video-worthy content Sort by “most pageviews” in Google Analytics
  35. 35. It’s a win-win-win ● Studies show that videos and graphics perform 3-5X better (on average) than generice link posts on social media ● Blog posts with videos are more likely to be shared ● Gives people a variety of ways to consumer your content
  36. 36. No content? Reverse engineer it! ● YouTube Search Bar ● Ahrefs Keywords Explorer ● Google Keyword Planner ● FAQs ● Quora ● Reddit
  37. 37. Ex: YouTube Search Bar Start typing a keyword into the search bar and YouTube will automatically complete the most relevant terms
  38. 38. ● 46,000 views and counting ● Generated more than 5,000 visits to our website ● 100+ Business leads
  39. 39. Create Awareness Convert Customers
  40. 40. Advertising with top performing content
  41. 41. Social ads at Buffer
  42. 42. Boosting posts = simple, effective strategy
  43. 43. Boosting posts = simple, effective strategy
  44. 44. Identify top-performers (based on goals) ● Total number of clicks ● Engagement rate (number of engagements / reach * 100) ● Total number of engagements ● Total amount of reach ● Total number of conversions
  45. 45. Create your ideal audience 1. Based on website traffic (highly effective, best for conversions) 2. Based on general demographics (our favorite for new traffic) a. Page likes b. Interests c. Location
  46. 46. Advertising Best-Practices ● Test images, captions, and headlines until you find the right combination ● Look for a relevancy score of 8-10 on TOFU content ● Increase budget with successful posts (immediately shut down others) ● Keep an eye on frequency rate (try not to exceed 2.0) ● Evergreen content can run as long as you want!
  47. 47. Caption that acts as a “teaser” Eye-catching image Compelling headline
  48. 48. No content? Reverse engineer it! ● Facebook Pages to Watch ● Twitter ● BuzzSumo ● Pocket, Feedly, Flipboard
  49. 49. Facebook Pages to Watch
  50. 50. Facebook Pages to Watch Caption ideation Headlines and topics Always look at engagement!
  51. 51. Instagram & Facebook Stories ● More than 400M daily active users ● Offer businesses a low CPC ● Next evolution in advertising on crowded platforms ● We’re seeing CPC rates as low as $0.03
  52. 52. Instagram & Facebook Stories *Driving traffic for less than $0.15 per click
  53. 53. Get in touch! Tim SouloBrian Peters @timsoulo@brian_g_peters

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